Presentations DIS2015

Presentations DIS2015

Plenary Presentation 1: Building the Digital Ecosystem for Tomorrow by Nico Baken

“The way society is currently organized is distressing. Demand and supply are gradually moving away from each other, creating an insurmountable gap. In this asymmetrical system, we have extended our value-chains beyond their flexibility and we increase the risk of things going very wrong. A balanced system should be based on trust, not risk analysis.”
This conclusion leads Nico Baken, Professor at Delft University of Technolgy, to pledge in favor of network-thinking as the basis for community development. That’s also where his concept of Smart Living comes in. Smart Living is a trans-sectoral way of organizing a community. Conventional communities rely on different vertically distinguished sectors (health, education, energy and transport) to fulfill their needs, but a Smart Living community makes better use of overlapping needs within the community with the help of innovative ICT applications. Instead of creating houses, communities and cities as puzzles with independent pieces, Nico would rather see the notion of collaborative design leading the way.

Plenary Presentation 2: How to grow a successful business in the Digital Age? by Adri Kraa

What does it take to successfully implement business opportunities in this digital age? New emerging digital technologies gives us new means of reaching customers, but how do we create a successful business? How to overcome barriers and resistance? How to market and sell new business? How to build a digital and organizational backbone that is fit to support new business? How to acquire and build required skills and attitude in an organization? What does good look like? Based on his extensive personal experience in various industries and various types of organizations, Adri Kraa will share how he approached the digital challenge at IKEA and MEDIQ.

Glen began his career at Xerox, where his passion for design and publishing ignited. He tapped this corporate and creative experience to found Geneva Digital in 1991, creating a new set of customer communication solutions for the direct banking and insurance sectors. Geneva Digital was acquired by Xenos in 1999.
He soon spied a gap in the market for customer engagement and in 2001 privately funded Thunderhead.
A recognised tech pioneer, innovator and entrepreneur, Glen has piloted Thunderhead to become a global cloud-based tech company with operations throughout Europe, North America, Asia Pacific and Australia.

Plenary Presentation 4: The Lean Enterprise by Zubin Chagpat

The Lean Enterprise is a methodology that allows Amazon Web Services (AWS) to leverage its work with Startups for Enterprises. Through this methodology AWS has opened up new opportunities at the business level of its customers by helping them to incorporate start up methodologies for Enterprise IT. This session will be non-technical in nature.

Plenary Presentation 5: Business eco-systems allow companies to excel in what they know bestby Jurgen Ingels

How to decide which eco-system to join? Jurgen Ingels strongly believes in the potential that business eco-systems create to enable disruptive evolutions or get protected from disruptive revolutions. The digitalization of the world is a driving force behind the need for and possibility to get organized in eco-systems. The eco-system leverages the expertise of each individual company and by doing so, brings the members in a position of a geographical coverage that would be unreachable by themselves alone. It also provides a higher chance of identifying needs for change and coping with it. But how do you identify the eco-system to join?

We all know that startups can be devastatingly effective when it comes to communicating online, often using their digital strategy to outmaneuver bigger, more established players when they break into a market. But that magic can be hard to capture when you try and make it work in a bigger organization. Our team works with both startups to build digital products and also teaches large corporations how to think, innovate and prototype like a startup. The secret is that it all comes down to great design–we’ll show you why.

Breakout session 1.B: Service Commerce, The Digital Transformation of established brands by Freek Bijl, eFocus

eFocus is one of the leading digital agencies in the Netherlands. We work for strong brands like Heineken, Shimano, D.E, Gazelle and Vlisco. A lot of established brands face the same digital dilemmas. First there is the channel conflict: “how should we go direct to consumer without creating a conflict with existing (retail) channels?” Beyond the channel conflict there is a new – more fundamental – question rising: “how can we digitize our products and services to remain a premium brand in our customer’s heart and mind?”. This breakout session is a combination of the trends and practical insights that we see working with strong brands in the Netherlands.

Breakout session 1.C: How to truly benefit from the Internet of Things by Arjen Vriens, Amazon Web Services

The internet of things has attracted a lot of attention and generated considerable column inches; and yet, despite all the attention, has remained pretty much absent – an internet of vaporware. Sometimes “smart” devices have really been about proof of possibility rather than producing any significant improvement in functionality or additional benefit to the consumer.

Finally Amazon, very much a real, non-vaporous company, has produced an internet of things device called the Dash Button. The marketing hype that Amazon is building around Dash goes some way to hiding its mundane nature: while the hand-held Dash device can automatically place orders for household goods by scanning barcodes or through speech recognition, the cut-down Dash Button is a small, push-button fob to keep next to, for example, the washing machine in order to order a single product such as washing powder with a single press. Using the household Wi-Fi network to connect to Amazon’s website, the device places the order and deliver is arranged, with payment and address details already in place as part of the householder’s Amazon Prime account.

Name-dropping ‘journeys’ and ‘engagement’ has become the fashion. But when do these “buzzwords” stop being misappropriated jargon? Only by realising that a customer journey isn’t a static process and by acknowledging that the customer is in charge do they become fit for purpose. In this session we’ll debunk customer journey myths, introduce the customer-managed journey concept and look at who’s doing it right.

Breakout session 2.B: How to achieve Return On Marketing Investment by connecting the silos by Michel Steenhuis, Inergy in cooperation with Tableau

There are silos to be connected! When referring to the Digital Gap we tend to look at the divide between the always-on consumer and the business trying to keep up. Yet, there is another gap to be bridged, or rather there are silos to be connected. As our world is transforming into the digital age, a data-driven way of working is critical for success. But to leverage the full potential of your data providing a 360-degree view of your customers, you need to be able to combine insights. Data needs to be connected across different product lines, different channels (online and offline) and markets. For many companies, this is easier said than done. Hear from Michel Steenhuis, thought leader on Digital Analytics and Business Consultant at Inergy, how to achieve Return On Marketing Investment

Breakout session 2.C: How to effectively listen, engage, publish and measure across multiple channels
by Martin Hasselbalch, Falcon social in cooperation with Toyota

By funneling all social activity into a central platform you eliminate the risk of missing an interaction or valuable customer feedback. The Home section of the Falcon platform will keep you up to date and ready to explore new ways to communicate with employees and customers.

Breakout session 3.A: Unleash the power of content! by Paul Broersen, Adnovate

Marketing Content Management Organization departments are generally organized as ‘islands’ while everybody works with the same products, brands or formulas. Overall they face the challenge to accommodate markets and customers with relevant communication, assuring on-time and consistent delivery of valuable marketing content. At the same time, the number of communication channels increases and customers demand more relevant product information. This results in increased complexity and a digital marketing content management transformation is usually required. During this session we will discuss some pragmatic approaches on how you could gain results like 5% more sales by connecting channels and organizational units. Allowing you to accelerate the process of releasing valuable marketing content to fulfill your customer’s desire

Time to level the playing field! The digitally-enabled customer has raised the bar on what today’s store associate needs to deliver. As long as a shopper’s smartphone can provide greater access to the information she cares about —extended assortments, inventory availability, purchase history, personalized recommendations, wish lists, cross-channel transactions, fulfilment status — than an associate’s legacy technology, the store will remain at a disadvantage to the online channel. After all the innovation, retailers have spoken: the store is back – and employees are going to be a key driver to its success. They tell us that they are trying to provide services in stores that consumers just can’t get online – something they know their current workforce simply can’t provide. How, then, will this play out? Pieter Van den Broecke will share with you his thoughts on a platform for the omni-channel store. New responsibilities require a dramatically new set of tools that address the full set of needs of the modern store associate—and ultimately, the modern store shopper.

Breakout session 3.C: Catch the moment in the Digital World by John Timmerman, Teradata

Moving from Personalized to Individualized marketing John Timmerman will present the case study of SiriusXM (the satellite radio and digital entertainment company in the US). SiriusXM needed to move in-house (from an agency/partner/MSP model) and this was entirely centered around creating an individualized digital marketing experience. They had to shake up their existing digital ecosystem to make this happen. A very compelling story around agile marketing in the digital landscape.

Digital Innovation Summit 2019

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